Motorcyclists rip on animated video; company apologizes for missing the mark

A Nissan automobile commercial showing a computer animated version of the Nissan Juke running over speeding motorcyclists has resurfaced on the Internet, sparking an angry response from some Wisconsin bikers who say it's in poor taste.

Earlier, Nissan removed the ad from YouTube after motorcyclists complained that it encouraged road rage and portrayed sport bike riders in a bad light.

But the ad has resurfaced on various motorcycle websites, without the company's permission, and it's still making people angry.

Unfortunately, Nissan doesn't have control over something taking on a life of its own on the Internet, company spokesman Brian Brockman said Thursday.

"We heard concerns from the motorcycling community regarding the JUKE Trophy digital video, and pulled it immediately. We sincerely apologize that our creative direction missed the mark. Nissan promotes sharing the road with all riders and drivers and does not condone reckless behavior," the company said in a statement.

This type of video dehumanizes motorcyclists in a dangerous way, said Tim Tomann, a member of the biker safety group ABATE of Wisconsin.

"We are right in the middle of May, which happens to be Motorcycle Awareness month, and I am very happy that I am seeing lots of great articles and public service announcements to promote safe riding, getting people to look twice (Save a Biker) and motorcycles in general. But then the PR folks over at Nissan chose instead to put this crap out. It's just unbelievable and may even be deadly," Tomann said, speaking for himelf and not necessarily for ABATE of Wisconsin.

Here's a link to the ad, through an Iowa motorcycle dealership that's critical of its content.

About Rick Barrett

Rick Barrett covers manufacturing, telecom and agriculture. He has received Best in Business awards from the Society of American Business Editors and Writers and was co-recipient of a Barlett & Steele award for investigative business journalism.